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In the words of a writer-entrepreneur

A lot happened, a lot emerged and a lot was learnt at the recently concluded Himalayan Lit Hive festival convened by the Indian paperback fiction publishers Grapevine on the occasion of World Book Fair at Pragati Maidan, Delhi. The paperback boom of Indian pop lit in English never ceases to fascinate me and I was happy to take time out to speak one-on-one with Sachin Garg, Managing Director of Grapevine, a gamechanger in indigenous publishing in India. Here’s what he told me:

When did you think of writing your first novel? When did it first come about? (I mean the time frame between ideation and publication.) How far was the subject(s) of your novel governed by market demands (as you perceived it)?

My first novel happened in 2010, while I was working at a steel plant in Bellary, Karnataka. I am a Delhi guy and I was thrown in a village in Karnataka for my first job after my MBA. The first thought which came to my mind on landing there was, what an interesting story it will make if a chic Delhi girl landed in such a place.

That’s how the idea for the book came about. I was lucky to have a very willing publisher who moved quickly on it. I had started writing the book in May, 2010 and finished it in July, 2010. The book released in August which should make it the book with the least amount of time from ideation to publishing.

I don’t think an honest author’s subjects can be governed by the market. I write about an issue which appeals to me. My first book was about a 24 year old girl landing in a village. Then I wrote two romantic novels, followed by ‘Come On, Inner Peace, I don’t have all day!’, a novel which had a spiritual bent.

My next book has a strong social message in it, on an issue I strongly feel about.

What are your views on co-writing?

Even though some of my very good author friends do it with perfection, I somehow don’t see it working for me. Although I believe it must help in some ways to collaborate but it’s not for me.

How did Grapevine come about? Was it because of your experience with traditional publishers or is it that you perceived an opportunity in a newly emerged market comprising 20-somethings?

Grapevine happened because we felt there was a gap in the publishing industry which we could fill. The MNC publishers were busy either publishing international writers or established Indian names only. There was absolutely no opening for genuine Indian young talent.

We were the platform that a talented outsider to the publishing industry could get.

How do you perceive yourself – primarily as an entrepreneur/businessman or a writer?

I believe the two are not very different. I’ve always believed there are two types of writers – the ones who stay at home and ones who go out. I’ve always been the one who goes out. Each one of my book is based in different city, namely – Bellary, Delhi, Goa, Rishikesh and now the Andamans for the next.

My process is that I travel, meet people and dig out stories which people somehow seem to like. I personally believe I take my writing quite entrepreneurially.

Grapevine has mostly concentrated on romances. You have mentioned at the Himalayan Lit Hive Fest that as a publisher you are diversifying your portfolio. Tell us more about it.

You will be seeing a wide variety of books from the Grapevine stable in next few months.

We published a few self help books last year already. We have a sex comedy in the pipeline. We are also getting into the kids’ space. The idea is to cater to an even wider audience. We had started Grapevine because we thought we had a certain viewpoint and understanding of the content the Indian industry requires.

Now we wish to spread our understanding to other segments as well.

I was particularly fascinated by the syndication model of Backbenchers a la Hardy Boys and Nancy Drew. In fact, very few people in India know that there are no writers called Franklin W. Dixon or Carolyn Keene and that it’s all part of the legendary Stratemeyer syndicate. How did you come upon the idea?

Most people don’t believe me but I had no idea that this model was already being practiced in the West. The Backbenchers has of course been a phenomenal success and now we’re on the verge of releasing another series – The Day Savers which will be written under the name – Jayant Dey by several writers.

The idea came about when we were starting out as a publishing company but had only three authors to start with. So I suggested that 4 authors sounds much better than 3 authors and we decided to use a pen name.

Another very important riddle that Grapevine seems to have cracked is the distribution model and channels. I have noticed Grapevine titles pop up at the remotest places. Tell us how you did it.

There is no short cut to building a distribution channel and involves a lot of donkey work. When Grapevine was started, I myself traveled to all parts of the country meeting people and pushing our books. That, combined with good content and solid marketing plans leads to good penetration.

What are the demographics of your target audience? I know you started with people in their early to mid twenties and then addressed high school kids in their late teens. I have read some of your titles in both segments. Who’s next on your radar, and why and how do you plan to entertain them?

We are all set for a big diversification exercise in the next six months. Our kids imprint will be launched in April, with ‘The Day Savers’ series, which is targeted at High School students.

The nonfiction imprint is releasing books for all sorts of audiences. We have a murder mystery and a book about the sex racket in Pattaya and also a fantasy novel based in Rajasthan.

So I guess by the end of next two quarters, we would be touching a big pie of the readership of the country.

Talking about the paperback revolution, Grapevine has lead-managed the trend, I would say. What are your future plans? What sort of content are you now going to solicit from your writers and will it be a far-fetched dream to imagine literary fiction emerging from the Grapevine stable?

Our first literary fiction novel should be out in June by this very talented author we have just signed – Gargi Harithakam who’s written this beautiful novel we’re all extremely excited about.

We’ve never tried to manipulate the kind of content our authors want to bring out. I believe writing is too personal a thing for anyone – even the publisher to poke with.

Right now, we’re in the process of building strong imprints in different segments and that’s what’s keeping us busy.

You are a trendsetter when it comes to the emerging phenomenon of the writer-publisher in India pop lit. How do you see this trend going forward?

I believe with competition rising every passing year, it’s going to get extremely competitive here onwards and only the most talented are going to survive.

A lot of us experimenting with other genres and I believe we are all evolving, trying to find our true calling.

As far as writer-publisher combo is concerned, I believe we were lucky to begin before it got so competitive which allowed us to make our mistakes and build a team early enough, which has now made it sustainable for us.

In the same context, what is your take on electronic publishing (read Amazon) and the future of e-publishing in India. I know a couple of friends who are getting into this business. Any plans to make a foray in this field?

Our books are already available on all ebook platforms and I’ve been pleasantly surprised by the numbers we’ve been getting.

However, a big percentage of these sales are coming from abroad and numbers have a long way to go in India.

What are your expansion plans?

India Lit Fest had a grand opening this year and we have some really elaborate plans for the next year’s edition. Delhi being the hub of Indian publishing and a city of readers really needs a platform where people can meet their favourite Indian and international authors. Which is what India Lit Fest aspires to become.

With a footfall of more than 5000 people, I was blown away by the response we got in the first edition itself.

I am also working on Revelation House – which will be our self publishing vertical where we can give a platform to even more people, which is the whole vision behind Grapevine India.

And then, at Grapevine itself, as I’ve already mentioned, we have some serious diversification lined up.

Any tips or words of advice for people who want to be published by Grapevine?

Author

Babita Basu has been with the media for more than 16 years, and the written word, in any form, forever has her in thrall. A bibliophile, foodie and lone traveller, she writes on anything that stimulates her mind and merits comment.
Follow her at http://twitter.com/#!/ladywiththelamp
Subscribe to her FB feeds at https://www.facebook.com/babitabasu

Babita Basu has been with the media for more than 16 years, and the written word, in any form, forever has her in thrall. A bibliophile, foodie and lone tra. . .

Author

Babita Basu has been with the media for more than 16 years, and the written word, in any form, forever has her in thrall. A bibliophile, foodie and lone traveller, she writes on anything that stimulates her mind and merits comment.
Follow her at http://twitter.com/#!/ladywiththelamp
Subscribe to her FB feeds at https://www.facebook.com/babitabasu

Babita Basu has been with the media for more than 16 years, and the written word, in any form, forever has her in thrall. A bibliophile, foodie and lone tra. . .